Loose Leaf for M: Marketing
6th Edition
ISBN: 9781260158038
Author: Dhruv Grewal Professor, Michael Levy
Publisher: McGraw-Hill Education
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Question
Chapter 11.8, Problem 1PC
Summary Introduction
To determine: Reasons for change in packaging.
Introduction: Packaging of a product is a process which aims to protect the product and also act as a medium of communication for the product.
Expert Solution & Answer
Answer to Problem 1PC
Packaging is the outer covering of the box which contains the product. The reasons for the change in the package include repositioning of the product, to attract a new target market, and for brand recognition.
Explanation of Solution
Company changes product packaging due to reasons as mentioned below:
- Repositioning of product: Company which aims to shift the focus of the brand due to changing consumer needs usually change the packaging of the product in order to re-introduce the product with a slight modification.
- Attract new target market: Some companies change the packaging of the product so as to make it more appealing to the consumers.
- Brand recognition: Certain brands change the packaging of their brands so as to create a unique identity which helps the consumer to recognize the brand from other brands.
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